Ad Watch: DeWine stresses fight against opioids

Tuesday

THE AD: "Melissa," a 30-second TV commercial from the gubernatorial campaign of Republican Mike DeWine.

WHERE TO SEE IT: TV stations statewide. The campaign did not disclose the cost of the buy.

VIDEO: One-time drug addict Melissa Rodgers, of Dayton, speaks, interspersed with images of her family. Video shows Attorney General DeWine speaking with various groups, including deputy sheriffs, and sitting on a doorstep with a hoodie-wearing young person.

SCRIPT: (Melissa Rodgers narrating) "I was an addict for over 25 years. It tore my family apart. A successful recovery means I have a second chance at life. Mike DeWine has been one of the only ones on the front line, tackling the opioid crisis. Programs that Mike DeWine has put in place. I feel like I have a brighter future, not only for myself as an addict, but for my family as well. For Mike DeWine to become governor, I think that there, there is hope. I believe in Mike DeWine. I believe in him."

ANALYSIS: With the opioid crisis continuing to claim the lives of all-too-many Ohioans, DeWine portrays himself as a front-line fighter in the bid to battle addiction. DeWine cites programs established by his office to help fight the crisis and deal with its effects, such as children who end up in foster care due to addicted parents. DeWine also has sued drug manufacturers and distributors for damages, contending they hyped their wares while concealing their true nature. DeWine has put out a 12-point plan to battle opioids. The commercial sidesteps any mention of his opponent, Democrat Richard Cordray, who has criticized DeWine for his office's response to the opioid crisis, and its timing.

rludlow@dispatch.com

@RandyLudlow

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